We have spent the past three months on redesigning AdvertisingPrinciples.com. The basic aim was to make it easier to apply evidence-based persuasion principles. Knowledge is not sufficient: Humans cannot apply evidence-based knowledge about complex problem by using their unaided judgment. They must use proper tools—which means checklists (or software that is based on a checklist). Thus, the new design features the major checklists for persuasive advertising along the top menu bar.
In addition, we developed a simpler dictionary, made it easier for you to reach us, improved the organization, reduced the length of most pages, and repaired links. Let me know if we have made any mistakes or if you have suggestions that would improve the site for your teaching or research.